7 ways the soda industry 'follows tobacco's playbook to the letter'

The Food and Drug Administration proposed a sea change to American diets last month, recommending we limit our sugar intake to 50 grams — roughly the amount in a can and a half of Coke — a day.

Not surprisingly, soda companies are less than pleased. But their strategy to apeal to consumers and avoid the regulations is eerily reminiscent of another industry: Big Tobacco.

"Soda follows tobacco's playbook to the letter," Marion Nestle, a professor of nutrition, food studies, and public health at New York University and the author of the book "Soda Politics," which explores the relationship between soda industries, politics, and public health, told Business Insider.

Here are seven ways soda is following in some not-so-healthy footsteps:

Attacks the science.

Justin Sullivan/Getty

A systematic review of 50 years of studies found a link between the amount of sugar-sweetened beverages people consumed and weight gain and obesity; another study written by 7 experts in public health, nutrition, and economics made the links between sugary drinks and America's obesity problem explicit:

"The science base linking the consumption of sugar-sweetened beverages to the risk of chronic diseases is clear," they wrote.

Funds community groups.

The soda industry has helped shape a nonprofit dedicated to championing exercise over dietary changes; contributed money to hospitals, community organizations, and universities, and even made campaign contributions to local politicians.

Says the industry is self-regulated and that outside restrictions (i.e. a "soda tax") would be unfair.

Former New York City mayor Michael Bloomberg tried (and failed) to ban oversized sugary drinks in 2013; Philadelphia Mayor Michael A. Nutter also proposed a tax on soda in his city, but according to the New York Times, "the industry rose up to beat it back."

Claims they aren't marketing to children.

We reached out to Coke for comment about whether or not their marketing targets kids after watching this 2015 short film centered around a boy and his Coke bottle. They said:

"Our marketing adheres to our global responsible marketing policy not to market any products directly to children under the age of 12. We use Nielsen data and other audience measurement indicators to avoid buying advertising in media for which children under 12 make up more than 35% of the audience. Our policy applies to all media."

Invests in alternatives to traditional sweetened beverages.

In October, PepsiCo CEO Indra Nooyi told investors that focusing solely on traditional, carbonated soft drinks was "a thing of the past." Instead, noncarbonated beverages are "driving all the growth in the whole industry."

Nearly half of Pepsi's beverage sales are now in low- or zero-calorie drinks, juice, or sports drinks, more than double the proportion they represented 15 years ago. In the past few years, Coke has invested in brands including Monster Energy, coconut-water company ZICO, and organic-focused Suja Juice.

PepsiCo declined to comment for this story.

Reframes how its products are marketed.

Thomson Reuters

Coke is going "back to its roots" by shifting focus toward smaller cans and bottles. According to the company, retail sales of smaller packages are up 17%. According to the ABA:

"Over the past 20 years, beverage calories consumed per capita have declined more than 20% as the companies introduced a steady stream of product innovations with fewer calories and smaller portions to meet consumers’ evolving tastes."

These changes allow the chains to put a positive, healthy spin on the brands without requiring major changes in sodas' nutritional makeup. For example, when the ABA pledged to cut drink calories by 20%, that doesn't necessarily mean a can of Coke or Pepsi will have 20% fewer calories.